The Indian Super League is a professional football league launched in 2013 to connect Indian football to the world. It features 8 teams from major Indian cities owned by prominent Indian businessmen and celebrities. The league aims to eliminate the negative reputation of domestic football in India by providing high quality matches and international stars. It has a league format from November to March with matches on Wednesdays and Sundays. The top 4 teams advance to playoffs in a knockout format. While still facing issues like undeveloped youth programs and unstable fan bases, the league hopes to further promote football in India through grassroots initiatives and position itself as a world-class domestic competition.

1. Sports Event: Indian Super League
(Connecting Indian football to the world)
Submitted by:
GROUP -19
Megha Khatri (26)
Swetangshu Acharya (54)
Under the guidance of:
Dr. Ravi Shankar

2. History and Overview
• Launched 21st October 2013
• Sponsored by IMG Reliance, Star Sports
and AIFF
• Teams from Bangalore, Delhi, Goa,
Guwahati, Kochi, Kolkata, Mumbai, and
Pune
• Bidders like Sachin Tendulkar, Ranbir
Kapoor, Ambanis
• Many international stars to play ever in
India
• Deal of 700-crore between AIFF & IMG
Reliance for organizing
• MISSION: To eliminated the notoriety
around domestic football due to the
failure of 13 seasons of I-League/
National Football League

3. Overview cont.…
• RECOGNITION & EXPANSION
COMPETITION FORMAT
• League Format
• November – March
• Matches on Wednesday
and Sundays
• First 4 teams with max
point play it out as semi
finals in knock-offs

4. Teams

5. Football as a Global business
• Teams: Top 20 clubs with a average
$1.16M
• Brand: Manchester United’s brand value
surpassed $1.2 Billion
• Jersey: revenues close to $90 million to
bigger clubs like Real Madrid
• Licenses: FIFA 2014 World Cup- generated
an enormous amount of revenue of
$4,826 Million and a licensing income
close to $107 million
• Players: Forbes’ highest paid athletes:-
1. Cristiano Ronaldo (Total Earning: $88 M)
2. Lionel Messi (Total Earning: $81.4 M)

6. Elements of current day football
Travel
Food
Contracts Payments
Lodging
Training
Facilities
Broadcast
Quality
Vibe on
pitch and
stadium
6 main aspects attached to the changing
gaming trend

7. Governmental Promotions and Trade
• Mission XII Million:
 Planning to cover 37 cities, 12,000 schools, 29 states
 Support football from grass root level across schools (Khelo India)
• GDP contribution < 1%
• Revenue of major international leagues 2015

8. Identification of Marketing Issues
• Slow youth
development
• Unprofessionalism of
clubs
• Absence of football
culture
• Low media coverage
• Unstable identity & fan
base
Issues: 1) Infrastructure based 2) Branding based like:

9. Services Characteristics
• Intangibility: It goes beyond simply a game
which can be spectated in a stadium or on
your TV sets.
• Variability: The entire experience can be
based on the variations in terms of the
teams, players, stadiums, game timings,
fixtures, sponsors, jerseys, footballing skills,
results
• Inseparability: The fame cannot be
separated from the teams, players,
managers, commentators, fellow spectators,
broadcasters, investors, sponsors,
merchandisers, stadium curators
• Perishability: The matches are played live,
in front of lakhs of people. In this scenario,
this is no script or a second chance of in a
sports event. The success of the event
depends on spontaneity of the game

10. Marketing practices, Trends &
implications
1. Positioning Strategy
• What customers (in our case sports lovers and television
viewers) actually need and want
• Understanding competitors (like European Leagues & FIFA
tournaments) and their positioning
• What key influencers say about football as an upcoming rising
sports in India
• The channels you use to communicate about ISL

11. Marketing practices, Trends &
implications contd.
2. Promotion Strategy
I. Through Sponsorship
II. Through Media coverage
III. Other strategies like:
• YouTube voting on internet
advertisement through various social
Medias like Facebook, Instagram
• Contests can be kept by mobile
companies or brands like Reebok, Nike,
Addidas
• join hands which sponsors third referee
• Introducing desi Cheer leaders
• Sale of tickets can be made available
very easily.

12. Marketing practices, Trends &
implications contd.
3) Market Quality for Indian Super
League
• To present an international-quality
domestic football competition
• To engage hundreds of millions of
passionate and proud Indian football fans
• To encourage and facilitate the masses to
start playing the sport
• To produce a large pool of talented Indian
players and ‘heroes’ to play for the Indian
national team
• To set new standards in sports
administration, governance and marketing
in India
• To deliver value to all their stakeholders and
partners and create demand for further
investment.

13. THANK YOU!
#LETSFOOTBALL!